СЪВРЕМЕННИ ПОДХОДИ В МАРКЕТИНГА И МАРКЕТИНГОВИТЕ ИЗСЛЕДВАНИЯ
CONTEMPORARY MARKETING APPROACHES AND MARKETING RESEARCH METHODS

Author(s): Lina Anastassova
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: experience marketing; consumer experience; emotional branding; contentmarketing tools
Summary/Abstract: The paper discusses the relatively new marketing approach – the „experience marketing”, its basics, differences with the classical marketing and its components. Based on a desk research the theoretical framework is supported by cases of companies implementing successfully in their marketing the components of this modern approach. The second part of the paper presents the essence and instruments of the „content marketing” as a new approach in the company communication mix and the new marketing research methods in the last decade. The paper ends with conclusions about the recent changes in marketing due to the shift in the behavior of the postmodern consumer towards enriched brand experience.

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